“Start before you feel ready. There’s never a perfect time, and overthinking will only hold you back. Fail fast, learn faster.”
In a freewheeling conversation with the Entrepreneurs Today team, Athulya Rajan talks about her journey leading Demure and the only way to achieve success.
Athulya Rajan, Founder and CEO of Demure, is also the Director of Pacific Global Inc. Speaking of her professional journey, Athulya has been working in administration and logistics for 15 years. Despite her extensive experience in those domains, Athulya’s heart, however, has always been in handbags.
Demure was first launched in 2023 with the vision of redefining luxury handbags by providing high-quality craftsmanship, timeless design, and practical functionality, all at an accessible price point. From the very beginning, the goal has always been to become a global luxury handbag brand from India. Athulya reflects,
“I wanted to build a brand where each piece reflects sophistication without compromising on usability.”
True Calling
Athulya’s inspiration came from her love of handbags, and every time she travelled, she collected handbags from different places as she was fascinated by the craftsmanship and design. Athulya reveals,
“Over the years, I realised that luxury handbags were often unreasonably priced or lacked practical usability, making them inaccessible to a larger audience. That’s when the idea of Demure took root-to create luxury handbags that are stylish, functional, and thoughtfully priced.”
For Athulya, the journey has been difficult since she had to manage a full-time position at Pacific Global Inc., while simultaneously building a brand from scratch. She mentions,
“It required extraordinary time management, persistence, and passion. But once I had the vision, I knew I had to make it happen. So I simply dove into it without overthinking.”
The core approach at Demure is luxury, where they focus more on providing high-end materials for the bads, timeless designs, functionality and versatility over just design as seen in other brands. The bags are also made in India, making India stand ‘shoulder to shoulder’ with other international brands. Reflection on Demure’s vision, she asserts,
“In a market where most premium handbags are imported, we’re proving that India has the talent and craftsmanship to produce global-standard luxury bags. We do not just want to sell handbags, we want to make ‘Luxury from India’ a globally recognised statement.”
Toil and Moil
One of the most crucial challenges for Athulya has been to balance her corporate career and entrepreneurial journey. The process often led to sleepless nights, stretched resources, and a constant battle with time. She acknowledges,
“But I knew passion without discipline wouldn’t get me anywhere, so I pushed myself to stay focused and consistent.”
Another difficult task was changing the minds of people when it came to luxury bags from India. People often believe that handbags can only be considered luxury if they are from international companies, but that need not be true. The challenge required them to stay committed to their design philosophy, quality, and brand storytelling. Today, Athulya is proud of the community that has grown to love Demure’s handbags over imported luxury bags. She says,
“For me, success isn’t just about revenue or recognition, it’s about impact. Every time I see someone carry a Demure bag proudly, knowing they chose us because we offered something exceptional at a fair price, that’s success to me.”
Some of Athulya’s achievements include being featured in the Forbes 30 Under 30 list. With a glint of hope in her eyes, she shares,
“It’s rewarding to see how far we’ve come, and this is just the beginning.”
A Bright Future
In terms of Demure’s future, Athulya wants her brand to be recognised as a luxury handbag brand in India.
Demure aims to redefine global perceptions of Indian craftsmanship, positioning the country as a leader in luxury, design, and innovation. The brand is actively expanding its international presence by partnering with platforms that can showcase its collections to a wider audience.
At the core of Demure’s strategy is a commitment to continuous innovation, blending statement-making aesthetics with everyday functionality. With a clear vision and decisive action, Demure is determined to place India firmly on the global luxury map.
With the hope of being the torchbearer of luxury handbag brands, Athulya shares some of her major takeaways from her journey. One crucial lesson she learned is that passion alone is not enough; one needs to have discipline, resilience and a deep-rooted belief in one vision. She further adds,
“There were moments when I felt overwhelmed-managing a corporate job while building a brand, questioning if I was doing the right thing, or wondering if the market would even accept my idea. But I learned that every setback is simply a setup for a greater comeback.”
As Athulya signs off, her message to the budding entrepreneurs is,
“Don’t fear failure. It’s a crucial part of growth. And most importantly, stay rooted in your ‘why.’ If you remember why you started in the first place, you’ll find the strength to keep going even when the road gets tough. At the end of the day, success isn’t about reaching the top—it’s about building something that outlives you. And that’s exactly what I’m working toward with Demure.”
